Hyperpersonalization is the new trend in marketing and it is here to stay and improve the way we relate to and sell products. That is why Mediapost explains what it is.
Omnichannel and hyperpersonalization: what each is
Years ago, consumers were passive and captivated by advertising and marketing strategies, however, they have become increasingly demanding and active, demanding vk database personalized value propositions , real-time responses and participation when it comes to improving products and services. They have stopped being passive consumers to active consumers , empowered and demanding with brands.
Omnichannel
Physical and digital channels must not only coexist, but also be connected. Omnichannel communication will allow us to study the 360-degree view of the customer in order to segment them into groups and reach them better.
This is what omnichannel is all about: physical and digital channels are connected. The customer starts an action on one channel and can continue it seamlessly on another.
With the omnichannel strategy , the three types of profile (traditional, digital and hybrid) have complete communication.
Hyperpersonalization
The next step in personalization is hyperpersonalization , but what does that mean?
This is a technique that offers the customer a direct, unique and personalized service and treatment, that is, it goes beyond just including their name in the email or sending a user an email based on their geolocation. Using the consumer's context, the goal is to anticipate their needs and interests so that they receive a personalized message, thus avoiding being saturated with so much advertising that is not relevant to them.
Relationship between omnichannel and hyperpersonalization
Consumers do not make their purchases 100% online or in physical stores, but rather a mix of both, so omnichannel and hyperpersonalization strategies should not treat their channels in isolation.
Brands have the responsibility to ensure that the customer journey successfully covers all phases of the purchase process. To do this, all channels must be integrated and focused on the user.
